模因论视角下的网络新闻标题研究

论文摘要

在传播手段日新月异的信息时代,被称作“第四媒体”的网络作为新型的传播媒介正发挥着越来越重要的作用,深刻地影响着社会生活的各个方面。上网看新闻已经成为人们生活中不可缺少的一个内容,由于网络新闻题文分离的布局特点以及时间限制,网民上网看新闻往往先是浏览新闻标题,然后选择他们感兴趣的内容进行详细阅读,这种极具功利性和喜好性的新闻阅读习惯以及当今时代快餐式的信息消费趋势使得标题在网络新闻编辑中的重要性日渐突出。新闻标题在互联网上发挥的作用远大于在传统媒体上的作用。因为当成百个新闻标题被压缩到一个网页上时,好标题就成为吸引眼球的关键,因此网络新闻的竞争在很大程度上取决于网络新闻标题之间的竞争。模因论是基于达尔文进化论的观点解释文化进化规律的一种新理论。网络新闻标题作为一种特殊的语言模因形式,同样遵循着语言模因的复制和传播规律。基于Heylighen (2000)提出的模因选择标准的基础上,结合网络新闻标题语言自身的特点,本文作者提出流行的网络新闻标题的六大选择标准,分别是:简易性、新颖性、权威性、连贯性、有用性、以及公开性。网络新闻编辑通常将强势的语言模因和网络新闻标题捆绑,形成新模因或者模因复合体提高其自身的感染力和可读性从而吸引读者眼球,增加点击率。基于瑞士语用学家Verschueren (2000)提出的语言顺应论,本文作者认为网络新闻工作者与网络新闻读者之间通过网络新闻这一媒介也存在相互交流。而不同于即时的言语交流,为了更好地吸引读者,增加新闻点击率,网络新闻工作者通过对新闻读者的三个世界的顺应,即:心理世界,社交世界以及物理世界的顺应来完成这样的交流。结合模因论的理论框架本文将搜集到的网络新闻标题语料归类分析,发现某些网络新闻标题之所以容易成为强势模因,除了其具有作为语言模因的传播规律外,还与网络传播的技术特点、网民受众的社会心理以及他们之间的相互作用有关。

论文目录

• ACKNOWLEDGEMENTS
• 摘要
• ABSTRACT
• TABLE OF CONTENTS
• LIST OF FIGURES
• Chapter One INTRODUCTION
• 1.1 Research Background and Motivation
• 1.2 Objective and Significance of the Present Thesis
• 1.3 Research Questions
• 1.4 Data Collection and Research Methodology
• 1.5 Organization of the Present Thesis
• Chapter Two LITERATURE REVIEW
• 2.1 Previous Studies on News Headlines
• 2.1.1 Previous studies on newspaper headlines
• 2.1.2 Previous studies on web news headlines
• 2.1.3 Comparisons between newspaper headlines and web news headlines
• 2.1.4 Summary
• 2.2 Some Terms Related to Meme and Memetics
• 2.2.1 Definition of meme and memetics
• 2.2.2 Meme and memeplex
• 2.2.3 Weak meme and strong meme
• 2.2.4 Host and vector
• 2.2.5 Life circle of a meme
• 2.3 Memetic Studies at Home and Abroad
• 2.3.1 Memetic studies abroad
• 2.3.2 Memetic studies in China
• 2.4 Summary
• Chapter Three THEORETICAL FRAMEWORK
• 3.1 Related Terms in the Present Study
• 3.1.1 Definition of news headline
• 3.1.2 The concept of web news headline
• 3.1.3 Working definition of web news headline meme
• 3.2 Memes and Language
• 3.2.1 Language is a major carrier of memes
• 3.2.2 Memes influence the vitality of language
• 3.3 Transmission Modes of Language Meme
• 3.4 Transmission Modes of Web News Headline Meme
• 3.4.1 Genotype transmission mode of web news headline meme
• 3.4.2 Phenotype transmission mode of web news headline meme
• 3.5 Major Selection Criteria for Successful Meme
• 3.5.1 Selection criteria put forward by Richard Dawkins
• 3.5.2 Selection criteria proposed by Francis Heylighen
• 3.6 Summary
• 3.7 Conceptual Framework of the Present Thesis
• 3.7.1 Introduction of the Adaptation Theory
• 3.7.2 Contextual correlates of web news headline meme adaptability
• Chapter Four INVESTIGATION INTO THE REASONS FOR THE FORMATION OF POPULAR WNH MEME
• 4.1 Major Selection Criteria for Popular Web News Headline Memes
• 4.1.1 Simplicity
• 4.1.2 Novelty
• 4.1.3 Authority
• 4.1.4 Utility
• 4.1.5 Coherence
• 4.1.6 Publicity
• 4.2 Network Technology Contributing to Popular Web News Headline Memes
• 4.2.1 Hyperlink technology
• 4.2.2 Priority for high click frequency
• 4.2.3 RSS technology
• 4.3 Summary
• 4.4 The Process of Dynamic Adaptation in Popular Web News Headline Meme Creation and Transmission
• 4.4.1 Adapt to readers’cognitive factors
• 4.4.2 Adapt to readers’emotive factors
• 4.4.3 Adapt to readers’social factors
• 4.4.4 Adapt to readers’physical factors
• Chapter Five EXPLORATION OF THE EXISTING PROBLEMS WITH WNH FROM MEME'S EYE VIEW
• 5.1 The Meme and the Internet
• 5.2 Problems with Web News Headlines
• 5.2.1 Untruthfulness
• 5.2.2 Exaggeration
• 5.2.3 Vulgarness
• 5.3 Possible Solutions
• Chapter Six CONCLUSION
• 6.1 Major Findings of the Present Study
• 6.2 Limitations of the Present Study
• 6.3 Suggestions for Further Study
• REFERENCES
• 附录：作者在攻读硕士学位期间发表的论文